System, method and computer program for retention and optimization of gaming revenue and amelioration of negative gaming behaviour

ABSTRACT

A method of ameliorating negative gaming behaviour is provided. One or more gaming users are monitored, or monitoring data regarding their gaming behaviour is obtained. The gaming behaviour is analyzed to identify behaviour that may result in potentially harmful or addictive gaming behaviour (negative gaming behaviour). In the event of occurrence of such negative gaming behaviour, based on the specific negative behaviour one or more interactions are initiated between a system and the one or more users, such interactions being directed to ameliorating the negative gaming behaviour by preventative action. The gaming behaviour is analyzed based on a plurality of gaming behaviour risk indicators.

-   -   This application claims the benefit of U.S. Patent Application        No. 61/034,326, filed Mar. 6, 2008.

FIELD OF THE INVENTION

This invention relates to a system and computer program that monitorsand analyses an individual's gaming behaviour to reduce the likelihoodof, potentially harmful behaviour from becoming addictive behaviour, andto prevent or reduce the likelihood of burnouts and as a result, createsafer long term participation that generates customer retention andrevenue optimization for the gaming operator.

BACKGROUND OF THE INVENTION

Gambling is as old as human history. Yet, as we move into the thirdmillennium there is a dramatic increase in legalized gambling worldwide,primarily because of governments' need to increase revenue withoutadditional taxation. Other factors contributing to increasedparticipation in gambling include the rise of new technologies,including internet gambling (e.g., online poker). This has naturally ledto an increase in the number of people experiencing gambling problems asmore people overall participate in gambling. Problem gambling isgenerally defined as gambling behaviour that creates negativeconsequences for the gambler, others in his or her social network, orfor the community. There is also a definition for pathological gambling,the more acute element of the continuum of gambling-related problems,which is recognized as a mental disorder by the American PsychiatricAssociation. The main features of pathological gambling are: (1) acontinuous or periodic loss of control over gambling; (2) a progression,in gambling frequency and amounts wagered, in the preoccupation withgambling and in obtaining monies with which to gamble; and (3) acontinuation of gambling involvement despite adverse consequences(American Psychiatric Association). Additionally, according tocognitive-behaviour theories of addiction, all games of chance, indeedall things that are exciting or pleasant, or provide an escape, arepotentially addictive.

Gambling addiction treatment approaches have generally followed adisease model approach very similar to those in the substance abusefield where abstinence is the primary goal of treatment after theindividual has been identified or diagnosed as a problem, compulsive,pathological or disordered gambler, which is widely considered to have aprogressive course. However, the current state of the art generallyindicates that the notion that gambling problems are always progressiveand enduring is false. There is considerable movement in and out of moresevere and less severe levels of gambling problems. The data show thatthe progression or worsening of gambling problems in less common thanexpected. Although individuals who do not gamble or gamble withoutproblems tend to remain problem-free, transition between levels ofdisordered gambling is common. Understanding the variety of biological,psychological, and social factors that influence gambling problemprogression will serve as the foundation for development of effectiveand efficacious prevention efforts (LaPlante, D. 2008).

The emergence of Internet gambling has been one of the most significantand controversial developments in the gambling and problem gamblingfields over the past two decades. There is strong foundation tospeculate on the heightened risks associated with Internet gambling thatcontribute to the development of problem gambling. For instance,Griffiths has identified the use of virtual cash, unlimitedaccessibility, and the solitary nature of gambling on the Internet aspotential risk factors for problem gambling development (Griffiths,1999). Additionally, an individual's risk for developing a problem isenhanced by a mix of cognitive, social, emotional, biological, andgenetic predispositions (Turner, 2002), all of which can be identifiedby monitoring for risk indicators. Though Internet gambling may increaserisk factors for gambling addiction, technology can also be used todirectly and effectively mitigate these risks.

It has been argued that gambling is a multifaceted behaviour, stronglyinfluenced by contextual factors that cannot be encompassed by anysingle theoretical perspective. Such contextual factors includevariations in gambling involvement and motivation across differentdemographic groups, the structural characteristics of activities and thedevelopmental or temporal nature of gambling behaviour. Therefore,clinical interventions are best served by a biopsychosocial approachthat incorporates the best strands of contemporary psychology, biologyand sociology (Griffiths, 2004). This suggests the need for an eclecticapproach for the prevention of gambling problems. In the context ofInternet gambling, recent research findings into gambling addiction riskfactors and indicators, coupled with the ability to monitor all gamblingbehaviour, and the capability to instantly communicate with the players,opens the door to apply a range of problem gambling prevention andbehavioural management techniques.

Paralleling innovative new approaches in the substance abuse field, harmminimization techniques have proven successful in assisting gamblerswhere abstinence is not their primary goal (Horbay, R, Chen, P, 1997).Harm minimization means “reducing the likelihood of harm associated withgambling,” or, conversely, “increasing the safety related to continuedgambling.” Harm reduction or harm minimization approaches do not rely onpsychometric testing to identify harm, but rather assumes certainbehaviours are potentially harmful or addiction prone and strives toidentify risk factors that are modifiable to reduce the likelihood ofharm. This approach is applied when a person is gambling whileattempting to modify their behaviors to reduce or stop any negativeconsequences or to modify risk factors to prevent harm. One aspect ofthe invention is the utilization of a harm minimization approach as aconceptual basis for commutation and interactions and communicationswith the user. This model recognized by LaPlante that gamblers movementin and out of more severe and less severe levels of gambling problemsand that through modifications in gambling behaviours, harm can beminimized and prevented, and gamblers can remain or return to safer orsafe levels of gambling.

Potentially harmful behaviour generally refers to participation inactivities that are inherently risky in nature, where the user in notcognizant of potentially negative effects of the activity that canresult in negative consequences for the individual, others in his or hersocial network, or for the community at large.

An example of area of activity that can result in potentially harmfulbehaviour and in some cases to addictive behaviour is poker playing orpoker gaming on the Internet. Potentially harmful behaviour generallyrefers to participation in activities that are inherently risky innature, where the user in not cognizant of potentially negative effectsof the activity that can result in negative consequences for theindividual, others in his or her social network, or for the community atlarge. Poker gaming over the internet or wireless networks, is now arapidly growing $10 Billion marketplace. In online gaming environmentsplayers can generally gamble without traditional safeguards orimpediments to excessive play (such as human contact, separation of cashaccess from play or physical removal). Players gaming in theseunmonitored environments can experience potentially harmful behaviourincluding, but not limited to; burnout, harmful play or problem chancegaming.

The online gaming environment generally provides gaming operators withsignificantly more comprehensive and detailed gaming transaction data oneach of their individual patrons. These factors elevate the operator'scapacity for (and potential legal responsibility for) identifying riskyor dangerous behaviours.

The online gaming environment therefore runs a dual risk for onlinegaming operators: one risk is the potential loss of revenue due to thepremature burnout of online gaming site players, the second risk is theplausible legal exposure gaming operators could face where theyknowingly continue to provide gaming products when it is clear or likelythat the player is experiencing the potential for harm from problemgambling.

According to the prior art, some attempts have been made to providemethods or systems that alleviate the risks of these potentially harmfulor addictive behaviours. ICU Intelligence Group AB's PLAYSCAN™ andSPELKOLL™ are examples of such products. ICU Intelligence Group Abdiscloses a product generally focused on the online gaming environment.The product categorizes player activity into three brackets ofacceptability (red/yellow/green). The products of ICU Intelligence donot take a pro behavioural modification approach and generally theorganization of players into this small number of risk categories mayoversimplify the nature of player risk. Simply identifying risky orproblematic play patterns and suggesting the player stop playing runscounter to gaming operators' interests and is a use of an outdatedaddictions paradigm that precludes effective prevention solutionsoffered by the present invention. The products of ICU Intelligenceoffers the users options to self-regulate their behaviours and does notattempt to be proactive in modifying risky or problem behaviours, butrather relies on voluntary adoption of tools presented to the user.Additionally, the product is embedded in the gaming operator's system,which may lack the objectivity and credibility of the present invention.

U.S. Pat. No. 6,629,890 issued to Safe Gaming Systems, uses staticonline data collection and player self-assessment to codify a player forrisk. This system is a static and non-data driven assessment productwhich does not provide ongoing safeguards or “curbing” and generallyrelies on player input to activate the “Safe Gaming Service”, which isfee based and has optional add-ons that allow limit-setting and privatefeedback on gaming results. The system acts as “the bank” for the playeronly allowing the player access to predetermined funds. This is contraryto the present invention that does not force users to predeterminelimits, but rather encourages and rewards players for modifying theirlimits to safe and sustainable levels.

In accordance with other prior art solutions, iView System markets aproduct that relies on land-based player card activated VLT or Slotsplay to build data on an individual's behaviour and analyzes thebehaviour data to identify markers for addiction risks and problemsusing the Canadian Problem Gambling Index (CPGI). iView's system doesnot generally provide comprehensive monitoring and relies on voluntaryuse of a card system for player tracking. It does not allow forreal-time communication or interacting with a player but relies on humaninteractions with suspected at risk or problem gamblers. It does notproactively attempt to present problems like the current invention.Also, the data that can be collected using prior art approaches toland-based casino players is very different from information that maycollected online, and therefore the iView System provides little or noinsight on how to collect online data and achieve behaviour modificationgoals using such data.

Several other player-focused prevention systems are available, however,online gaming operators often provide them and therefore there may be aconcern about conflict of interest, and also they generally requireplayers to track and monitor their own performance thereby resulting inconformity to the requirements of the prevention system as thepotentially harmful behaviour becomes more acute.

There are several industry associations such as eCOGRA, who provideprograms which purport to ensure player protection and responsibleoperator conduct through a certification process.

Additionally, some Internet gambling operators, such as PartyPoker.com,do track player behaviours to identify patterns, such as identifyingseries of wins in “play for free” sessions and then alert the playerthat they have played well and won and then suggest to the user thatthey try playing for money. Although these systems appear to have thesame functionality of the present invention, such as tracking the playbehaviours and use a simple algorithm to invoke an interaction with theplayer, their intended purpose is for marketing and promotion, not harmminimization or reduction.

In view of the foregoing, what is needed is a system and method thatanalyses and evaluates data extracted from transactions to identifyexcessive or potentially harmful behaviour, and provides for one or moremechanisms to alleviate the situation. There is a further need for asystem and method that is operable to reduce potentially harmfulbehaviour of gaming players, thereby reducing the likelihood of gamblingrelated harm or addiction. There is a further need for a system andmethod that reduces player burnouts and creates a safer long-termparticipation, increasing gamer retention and optimizing revenue for thegaming operator.

The following publications are prior art in the general area of negativegaming behaviour and possible ways to address or modify this behaviour:(a) Blaszczynski, A. & Nower, L., “A pathways model of problem andpathological gambling” (2002) 97:5 Addiction at 487-500; (b) Horbay, R.& Chen, P., “Evaluation of an Integrated Client-Centered Approach toProblem Gambling” a paper presented at The Eleventh Annul Conference,1997, on Problem Gambling Behaviors, New Orleans, La.; (c) LaPlante, D.,“Stability and Progression of Disordered Gambling: Lessons fromLongitudinal Studies” (2008) 53:1 Can J Psychiatry at 52-60; (c)Marlatt, G. A., “Relapse prevention: Theoretical rationale and overviewof the model” in G. A. Marlatt & J. R. Gordon (Eds.), Relapseprevention: Maintenance strategies in the treatment of addictivebehaviours (New York: Guilford, 1985) at 3-67; (d) M. D. Griffiths,“Gambling technologies: Prospects for problem gambling” (1999) 15Journal of Gambling Studies at 265-283; (e) M. D. Griffiths & Delfabbro,P., “The Biopsychosocial Approach to Gambling: Contextual Factors inResearch and Clinical Interventions” (2001) 5 Electronic Journal OfGambling Issues; (f) Prochaska, J. & DiClemente, C., “Toward acomprehensive, transtheoretical model of change: Stages of change andaddictive behaviours” In V. Lopez (Ed.), Treating Addictive Behaviours,2nd ed. (New York: Plenum Press 1998); and (g) Turner, N. E.,Littman-Sharp, N., Zengeneh, M., & Spence, W., Winners: Why do somedevelop gambling problems while others do not? (2002) Available:<http://www.gamblingresearch.org>.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a system diagram of one implementation of the system of thepresent invention.

FIG. 2 is a flowchart illustrating the operation of the risk managementutility of the present invention, in one implementation thereof.

FIGS. 3A, 3B and 3C illustrate three levels of monitors (processes anddatabases) used to capture, analyze and react to data from the gamingplay environment, in one particular aspect of the present invention.

In the drawings, one embodiment of the invention is illustrated by wayof example. It is to be expressly understood that the description anddrawings are only for the purpose of illustration and as an aid tounderstanding, and are not intended as a definition of the limits of theinvention.

DETAILED DESCRIPTION OF THE INVENTION

This invention relates to a system and computer program that monitorsuser behaviours, analyses behaviour, and communicates with individualsusers, more specifically, users connected to any telecommunicationdevices or system, including, but not limited to, land-based devices,Internet and mobile devices and systems, and communicates with the userin various forms to facilitate modification of their behaviours toreduce the likelihood of potentially harmful and/or addictive userbehaviour, and to prevent, or reduce the likelihood, of user “burnout”and attrition due to excessive use, and/or monetary losses, and otherrelated unintended negative consequences. Potentially harmful behavioursgenerally refers to participation in activities that are inherentlyrisky in nature, with an unawareness or disregard of potentiallynegative consequences involved in the activity that can result innegative consequences for the individual, others in his or her socialnetwork, or for the community. This invention relates more particularly,but not limited to, a system and computer program that monitors,analyses and facilitates modification of online poker behaviour byinteracting and communicating with individuals on and through theinternet or other communication means (such as a communication device,communication network or communication system) telecommunication deviceand system to reduce the likelihood of potentially harmful and/oraddictive poker player behaviour, to prevent, or reduce the likelihood,of player burnout and attrition and/or other unintended collateralharms, and to capitalize on player retention ensuring greater revenuefor the gaming operator.

The present invention implements in a computer system logic foridentification of risk, analysis of risk indicators, and comprehensiveinteraction with a plurality of users in order to effectively modifyplayer behaviours to reduce risk and potential harm.

One aspect of the invention is the utilization of an eclectic approachto problem and/or addictive behaviour prevention. Rather than using onetheory, approach or technique, the invention utilizes best practiceswithin the addictions field with an integrated model that incorporatesthe most recent research on harm minimization, known risk factors and apathway to addiction model, couple with proven behavioural modification,motivational and reward techniques, a Transtheoretical approach, andelements of Transactional Analysis theory. Additionally, this eclecticmodel may be updated and revised as new research evidence becomesavailable.

One aspect of the invention is the utilization of a risk factors andpathway model as a conceptual basis for interactions and communicationswith the user. The invention, in one implementation thereof, utilizes ageneral model of pathological gambling called the pathways model(Blaszczynski, 2002) that integrates various “causes” of gamblingaddiction into an overall framework. According to this model gamblerscan be grouped into 3 basic types, differing in terms of theiretiological history or “pathways” leading to excessive gambling: (1)otherwise “normal” (possesses misconceptions about the game and/orlevels of personal skill), (2) emotionally vulnerable and (3) impulsive.Each pathway is then associated with risk indicators, which is thentargeted with a specific commutation and interactions with the user inorder to minimize the potential for escalation into gambling that hasnegative consequences. Through utilization or risk indicators that havebeen identified and scientifically validated using, among otherassessment tools, Game Planit Interactive Corp's Risk-Quiz™, which is arisk factor self-identification tool, the invention is operable tomonitor all gambling behaviour and check for and flag gamblingbehaviours associated with specific risk factors. This allows fortargeted communications and interactions with the user that addressesspecific risk indicators. These risk indicators include, but are notlimited to, excessive time, excessive wagering, win/loss patterns,gambling behaviours that indicate game and/or skill misconceptions,impulsive gambling behaviours and behaviours that indicate loss ofemotional control, such as “chasing”, which is manifested in behavioursthat indicate an urgency to win back losses.

Another aspect of the invention is the use of positive reinforcementbehaviour modification and motivational techniques, which encouragescertain behaviors through a system of rewards. Upon identification ofpotential risk indicators, the invention is operable to identifyexceptions to these risk indicators and employ a behaviour modificationreward system, such as a points system that the user can redeem forprizes, to subtly encourage desired behaviours and discourage riskbehaviours.

Communications with users, in accordance with another aspect of theinvention, follows a well researched and effective Transtheoreticalmodel or “Stages of Change” approach (Prochaska and DiClemente, 1998) asa conceptual framework that tailors the timing, mode and content ofcommunications with the user depending on the user's readiness toreceive the communication and act to adopt safe and healthy gamblingbehaviour or stop unhealthy or potentially problematic gamblingbehaviours. The Stages of Change model proposes that addictivebehavioural change proceeds through a predictable series of stages. Theuser moves from being unaware, under-aware or unwilling to do anythingabout his or her problems (Pre-contemplation stage), to consideringmaking changes (Contemplation stage). Thus, the initial two stagesinvolve building motivation. Strengthening one's motivation to changecharacterizes the final two stages as the user then moves to prepare tomake changes (Preparation stage), to taking action and finally tomaintaining the behavioural change over time (Action stage: Stages ofChange Model). The Stages of Change model represents parts of a dynamicprocess motivating change rather than a static framework. For example,users may cycle back and forth often through the various stages beforefinally modifying the potentially problem behaviours and initiating newhealthy play behaviours. This parallels recent research by LaPlante thatfound gamblers move in and out of different severity levels of problems.The invention is operable to identify which stage each user may be inand to “match” the user's readiness to make changes with the use ofappropriate communication and interactions to assist them in modifyingtheir behaviours. An example, an application of this model in theinvention would be to present the user with information on theirpersonal game history compared to other users when the system detects apotentially harmful pattern of play behaviour. The intent is to move theuser from a state of precontemplation into a state of awareness thattheir play behaviours may pose a problem and thus they've moved into“contemplation”. This may be followed by presenting the user with anincentive to motivate them to contemplate playing differently that poseslesser risks. A user's state of readiness is influenced by his or herperception of the importance of change and confidence to change. Thus,change must be intentional and rewarding so the user must appreciate thevalue of modifying their behaviours. The Transtheoretical modeladdresses willingness and readiness to modify play behaviours, thereforethe timing and types of commutation and interactions with the player maybe tailored dependent or their readiness to change that is tied to theirself-awareness of potential risks and/or problems.

Additionally, elements of Transactional Analysis theory may be appliedto each communication with the user to ensure the proper tone, contentand timing, from rewards or emotion-based information to logic/rationalfeedback to critical or urgent user self-awareness raising interactionstyles.

Another aspect of the invention is to monitor and evaluate this eclecticapproach to behaviour modification and problem and/or addictivebehaviour prevention and modify the interactions and communication withthe users to optimize the most effective communications andinteractions.

OVERVIEW

i. Purpose & Effects of Interactive Message Systems

As is well established in the art of addiction prevention and problembehaviour modification and management, addictive and problem behaviourcan be better alleviated if approached in a preventative manner ratherthan treated as a disease or disorder once the addictive or problematicbehaviour has fully manifested itself. Preventative treatment ofaddictive and potentially problematic behaviour involves identificationof risk factors and behaviour patterns that are potentially harmfulbehaviours because they involve an increased likelihood of developmentof addictive behaviour patterns. Preventative treatment may involveidentification of risk indicators early enough such that behaviourmanagement and modification is relatively easy to implement. Forexample, behaviour modification may be achieved by targetedcommunication methods and media depending on the risk behaviourindicators exhibited by the individual.

In one aspect thereof, the present invention is a system and method fortracking and preventing or modifying problem and/or addictive behavioursby means of communication and interactions with the users to facilitatemodification of behaviours to less risky levels. The system and methodis applicable to a range of potentially problematic or addictivebehaviour associated with engaging in potentially risky activities overtime. The present invention may be used for tracking and preventing ormodifying problem and/or addictive behaviours by means of communicationand interactions with the users so long as behaviour data for at leastone affected individual can be measured over time, recordedelectronically and then analyzed as described herein.

This behaviour data is particularly readily measured in connection withonline gambling which occurs through a web interface that enablesvarious aspects of user behaviour to be readily measured. User behaviourcan be monitored over time by requiring a user to login to the websiteusing a profile that identifies the user and thereafter tracking the webinteractions of the individual. Online poker play can result in gamblingaddiction which in turn results overall in loss of revenue for operatorsof online chance gaming sites, and also collateral harm andconsequential social problems.

It should be understood that while much of this disclosure concentrateson online poker play as an example of implementation of the invention itshould be understood that other applications are possible. The systemcan track, analyze and assess any potentially harmful or addictivebehaviour and behaviour patterns. It then interacts with the user toappropriately modify and manage undesirable behaviours when applied toother potentially risky or harmful activities such as various forms ofgambling, online game playing, transacting in stock and othersecurities, compulsive over-spending and so on. Additionally, thepresent invention can detect money laundering and collusion by playersthrough the addition of specialized algorithms designed to detect suchbehaviours. The present invention can also perform real-time monitoringof player win/losses and calculate percentage payback of various games,so as to provide real-time auditing of game performance for regulatorycompliance.

In one aspect of the present invention, a method and system forpreventing problematic chance gaming is provided in which a computerprogram monitors and analyses a player's chance gaming behaviour toanticipate problems and prevent burnouts by enabling behaviourmodification, including through an interactive messaging utility. Byanticipating problem behaviour and preventing burnouts, gaming operatorsare able to retain more players over longer periods of time.

The system in one aspect thereof includes a server computer (4) linkedto a database (6). The server computer is provided using known hardwareand software, and is preferably linked to the internet. The servercomputer (4) is interoperable with remote computers (8) associated withoperators of chance gaming websites so as to obtain the raw datamentioned below. The server computer (4) is responsible for providingthe behaviour modification described in this disclosure. The servercomputer (4) includes or is linked to the utilities described in thisinvention. The system of the present invention is best understood byreference to FIG. 1.

One particular aspect of the present invention consists of a system thatincludes or is linked to a data management utility (10). The datamanagement utility collects raw gaming session data from individualplayers. Alternatively, other means for collecting behaviour data mayalso be used.

In one particular aspect of the present invention, an individualplayer's behaviour data that is collected or captured includes, but isnot limited to, play trends and risks the player takes in each sessionof play including; access time and date information; session wageractivity; win/loss history; deposit amounts; and table stake amounts.The collected data is then categorized and processed in the DataManagement Utility to calculate the particular player's “IndividualPlayer Values”. The Individual Player Values are next forwarded to the“Risk Management Utility” which houses an evolving collection of gamingbehaviour norms and group behaviour patterns. The Individual PlayerValues for the given player are compared and contrasted with thosehoused in the Risk Management Utility (12), and this assessment leads tothe calculation of the player's “Player Type Values”, a determinant ofthe player's gaming behaviour status.

In one aspect thereof, the risk management utility (12) is operable toenable the definition of a plurality of gaming behaviour norms and/orgroup behaviour patterns, associated with a particular potentiallyharmful behaviour. The data associated with the behaviour norms and/orbehaviour patterns may be saved to a database. The categorization of theuser may occur by application of such behaviour norms and/or behaviourpatterns. It should be understood that such behaviour norms and/orbehaviour patterns may be defined based on applicable scientificliterature, and updated from time to time based on evolution in theunderstanding of applicable behaviour norms and/or behaviour patterns.Measuring individual player values enables creation of a numericcategorization of that player for all measured and calculated aspectsrelevant to problem detection or pattern measurement. This may includeabsolute extremes, pattern behaviour, or individual trends or shiftchanges in behaviour.

The operation of a particular implementation of the risk managementutility (12) is illustrated in FIG. 2.

The risk management utility (12) is operable to compare the IndividualPlayer Value to the behaviour norms and/or behaviour patterns so as tocalculate a “Player Type Value” Player Type Values would consist ofgrouped logical shared attributes that best define common ground acrossbroad numbers of players, such as light/heavy play by time or dollarvalue, table value risk or base blind amounts, sex, age and geographydemographics and game type selections.

In another aspect of the risk management utility (12), the raw gamingsession data, Individual Player Values and Player Type Values areprocessed in accordance with a player monitoring routine, which may beimplemented as a player monitoring utility. One particular example of aplayer monitoring routine is a “Condition Check Calculation”, which isfurther described below. The purpose of the Condition Check Calculationis to characterize when a player is exhibiting risky gaming behaviour.

If the result of the Condition Check Calculation is in fact that theplayer is exhibiting relatively risky gaming behaviour, then the riskmanagement utility (12) is operable to trigger one or more interactionsdepending on the parameters of the risky behaviour. Examples of theinteractions are described below in greater detail. The interactionsrelate to means for initiating behaviour modification in connection withthe individual player. In one particular aspect of the presentinvention, the interactions are initiated by a “Player InteractionTrigger” (also referred to as the “PIT”) which is essentially a softwareroutine which initiates the application of the interactions below inresponse to parameters defining risky behaviour.

The interactions are designed to keep the players from burnout or‘tilting’ by alleviating their risky behaviour, severity level andplayer type. The interactions may consist of target communicationsdelivered by means of a messaging utility (14) that is part of, orlinked to the system. An individual interaction launched by the PITsends a targeted interaction message to a player at a prescribed timeand by a prescribed medium.

There are currently about 90 interactions utilized by the system, whichare stored to the database (6). The interactions are each specificallydesigned to target a particular risky behaviour. The interactions arebased on the latest literature regarding behaviour modification for theparticular risk behaviour.

The final step of the process involves launching the applicableinteraction and updating the player type value. This system continuouslyloops and recalculates the various player values to combat thepotentially harmful behaviour and promote responsible gaming.

A reporting utility (16) updates the operator of the gaming site, andoptionally the technology operator (operator of the gaming technologyand server computer), of the status of players.

In one aspect of this invention a method of ameliorating negative gamingbehaviour is provided comprising the steps of: (a) monitoring the gamingbehaviour of one or more users; (b) analyzing the gaming behaviour toidentify behaviour that may result in potentially harmful or addictivegaming behaviour (negative gaming behaviour); and (c) in the event ofoccurrence of such negative gaming behaviour, initiating based on thespecific negative behaviour one or more interactions between a systemand the one or more users, such interactions being directed toameliorating the negative gaming behaviour by preventative action.

In another aspect of this invention a system for ameliorating negativegaming behaviour is provided wherein the system comprises: (a) a servercomputer linked to one or more remote computers for obtaining gamingbehaviour data for one or more users; (b) the server computer includingor being linked to a risk management utility that embodies a pluralityof risk indicators for identifying gaming behaviour that may result inpotentially harmful or addictive gaming behaviour or negative gamingbehaviour, wherein the risk management utility is operable to analyzethe gaming behaviour data to identify negative gaming behaviour based onthe risk indicators; and (c) the server computer further including orbeing linked to a communication utility that is operable to initiate oneor more communications between the user and the server computer, suchcommunications defining one or more interactions defined by the riskmanagement utility for ameliorating the negative gaming behaviour bypreventative action.

In a further aspect of this invention a method of ameliorating negativegaming behaviour, is provided comprising the steps of: (a) monitoringthe gaming behaviour of one or more users; (b) analyzing the gamingbehaviour to identify behaviour that may result in potentially harmfulor addictive gaming behaviour (negative gaming behaviour); (c) in theevent of occurrence of such negative gaming behaviour, initiating basedon the specific negative behaviour one or more interactions between asystem and the one or more users, such interactions being directed toameliorating the negative gaming behaviour by preventative action; and(d) generating a report to a gaming operator and/or a government entityor government appointed entity detailing the potentially harmful andaddictive gaming behaviour of one or more users of the gaming operator'sservices.

In another aspect of this invention a system for ameliorating negativegaming behaviour is provided wherein the system comprises: (a) a servercomputer linked to one or more remote computers for obtaining gamingbehaviour data for one or more users; (b) the server computer includingor being linked to a risk management utility that embodies a pluralityof risk indicators for identifying gaming behaviour that may result inpotentially harmful or addictive gaming behaviour or negative gamingbehaviour, wherein the risk management utility is operable to analyzethe gaming behaviour data to identify negative gaming behaviour based onthe risk indicators; (c) the server computer further including or beinglinked to a communication utility that is operable to initiate one ormore communications between the user and the server computer, suchcommunications defining one or more interactions defined by the riskmanagement utility for ameliorating the negative gaming behaviour bypreventative action; and (d) the server computer further including orbeing linked to a reporting utility that generates reports for a gamingoperator and/or a government entity or government appointed entitydetailing the potentially harmful and addictive gaming behaviour of oneor more users of the gaming operator's services.

Data Management Utility

This section provides additional detail concerning the data managementutility (10). In one aspect of the invention, the data managementutility (10) collects data from a given player from the conception oftheir gaming account and continuously through time. In oneimplementation of the invention, the player generally is required tofirst consent to the collection of the data, and agrees to participate.The information collected may include: (a) player backgroundinformation; (b) third party information checks; (c) depositinformation; (d) play session information; (e) session to sessionindividual comparisons; (f) player behaviour versus group and populationnorms; (g) research evidence norms and; (h) problem pattern predictors.The system establishes real time collection and monitoring of allaspects of a particular player's online chance gaming or gamingbehaviour.

Player background information may include profile data as entered atsignup (i.e. age, sex, location (immediately correlated to HHI databaseto provide HHI estimate (HHI=Household income, a measure of earneddollars in the household by all residents), player choice controls(wager sessions limits, stop losses, deposit limits, win targets), andgames played (poker, casino, sportsbook).

Third party database checks may refer to information available regardingthe player's history and may include credit risk scores, VISA/MasterCardcredit rating, delinquency data, and site linking co-mobility factors(player came from a gaming site, just checked bank account, came from anadult/alcohol/tobacco site).

The player's deposit information may include the initial deposit amount,subsequent deposit patterns and trends, and exceptional deposits.

Play session information may also be collected and may include data suchas start time, wager frequency, average session wager, high sessionwager, cumulative session wager, games played, average time per game,win totals, high win, wager amount following win, total session time,time of day/week login, voluntary login information (risk quizcompletion/feeling well inquiry etc.), and/or game switching behaviour(linked to significant wager/outcome events).

Data regarding the session to session individual comparisons may includeaverage session wager versus norm, initial deposit versus norm, wagerfrequency versus norm, time of day/week access versus norm, frequency ofaccess versus norm, wager variation in session versus norm, sessionlength versus norm, wager amount following win versus norm, and/or wageramount following series of losses.

The data management utility (10) also takes into consideration theplayer's behaviour versus group and population norms such as averageindividual wager/session time/access frequency versus subgroup (sex,age, HHI, credit standing, player style) and versus site playerpopulation.

Research evidence norms and problem pattern predictors are anotheraspect of the data management utility (10). They refer to chasingpatterns, escalating frequency of access patterns, monthly wageringaverage as percentage of HHI, wager behaviour after bonusing, and/orfaulty cognition responses.

The server computer (4) is either linked to the gaming site operator'sremote computer (8) software and resides on the player's computeralongside the gaming software that has been downloaded, or resides at athin client server of either the site operator or the technologyoperator, continuously updating that player's activity.

In a particular aspect of implementation of a present invention, asynchronization utility (not shown) may be used to synchronize playerrelated data as between the server computer (4) and a remote servercomputer (8). It should be understood that the present invention is notmerely limited to an online context, to the extent that the above datacan be collected, the invention can then in fact be applied to othergaming environments such as slotting and non-electronic gaming.

Risk Management Utility

This section discusses further aspects of the risk management utility(12). In a particular implementation of the present invention a knownOptical Character Recognition program is used to retrieve the collecteddata from the data management utility (10). The data may then betransferred to the risk management utility (12) where it may then beprocessed and characterized to identify a player's individual values. Inorder to sort and characterize the information into the four identifiedrisk factor groups, a Ten Condition Check algorithm system may then beapplied. This process identifies a player's specific behaviouralpatterns and assesses the player's potential for harmful gaming.Violations of the conditions create flags by player, the flags may bevalued according to severity and accumulated within a given session andwithin a monthly period and assessed versus group behavioural norms. Thesystem may use a severity risk measure defined as the 1^(st), 2^(nd) or3^(rd) occurrence of severity risk, it categorizes players based ontheir behaviour risk levels and how likely they are to engage in riskybehaviour. The individual player's information may then be used tocalculate player type values wherein average values are calculated forplayers with like habits.

i. Global Gaming Behaviour Monitor, GGBM

In a further aspect of the present invention the player's calculatedvalues (i.e. player type, play trends, and severity) may be compared tothe gaming behaviour norms and group behaviour patterns, as mentionedabove. These behaviour norms and group behaviour patterns implemented tothe database (6) is referred to as the Global Gaming Behaviour Monitor(GGBM). This aspect may be achieved through comparison of eachcalculated value with an ongoing update of extensively andscientifically researched norms and algorithms in the GGBM to identifyspecific risk factors of potential problems. Based on this comparison,the system then addresses the likelihood that a player may drift betweenstages of vulnerability, problem gaming and not. The database (6), whichis linked to the risk management utility (12) may be populated throughplayer monitoring over an initial start-up period of the softwareservice creating norms of play behaviour that may form the basis ofplayer type definitions and tolerance levels (levels within which it isconsidered normal or acceptable, versus extreme) within the conditioncheck algorithms. As multiple gaming site operators join the technologyoperator's software service, the various data of the risk managementutility (12) may be continuously fed to the GGBM, providing norms dataacross industry-wide types of online gaming (e.g. no limit Texas Hold'empoker, roulette, blackjack, slots, sports betting) and industry wideplayer type definitions. A particular implementation of the GGBM isillustrated in FIG. 3A.

Player Monitoring Utility

One aspect of the risk management utility (12) is monitoring players,which may also be referred to as a player monitoring utility (notspecifically shown). As described above that happens in part through theapplication of the condition checks. A particular implementation ofplayer monitoring is illustrated in FIG. 3B and consists of monitoringof the gaming site; another is illustrated in FIG. 3C and consists of aplayer monitor & manager.

In one particular implementation of the present invention, there are 10condition checks.

i. Condition Checks

In yet a further aspect of the present invention, the three data inputs,the player's raw gaming session data, updated calculated player valuesand player type values, are obtained and a variety of calculations aremade for each player at the end of each session. The initial 10Condition Checks utilize four groups of risk factors—extreme timeissues, extreme wager behaviour, uncharacteristic behaviour withinplayer type, and risky play type:

-   -   1. Absolute Time Excesses and Shifts        -   (i) Extreme time        -   (ii) Escalating Sessions        -   (iii) Access Times    -   2. Absolute Extreme Wagering        -   (iv) Chasing—Rush to Return        -   (v) Chasing—Extreme wagering        -   (vi) Extreme wagering amounts    -   3. Player Type Extremes        -   (vii) Escalating Player Type Profile        -   (viii) Extreme Play in Player Type    -   4. Risky Play Style        -   (ix) Extreme Table Activity        -   (x) Reckless Aggressiveness.

In addition, the Ten Condition Checks monitor a player for two types ofvariance; one is the shifts and escalations in an individual'sbehaviour, and the other is the extreme behaviour versus a player groupnorm. This set of condition checks emerges through time using learningon player responsiveness and relative severity of abnormal behaviour orpatterns as tracked in the master database.

ii. Bonusing System

In a further aspect of the present invention, player bonusing, aframework for rewarding safer, smarter play is employed. This involvesan overarching reward point accumulator that allows individuals tocollect points based on their actions (such as cashing out ahead whenrecommended), positive behaviour (such as leaving the table before anall-in loss) or willingness to explore information fed to them (such asa review of their play time statistics compared with other groups).Accumulated points are redeemable for items of value and relevance(watches, cars, expert sessions with pro players, travel etc.). Thereward redemption process is a distinctly separate management componentof the bonusing system and is not integral to the present invention.

The point system can be a standalone component of the invention or beintegrated with points awarded by a site operator point system andreward program, but the structure and awarding of points as earned byharm reduction play styles are determined by the GPI invention and itsPIT algorithms. Certain actions may be rewarded at higher or lowerlevels of points than others, depending on the condition severity andthe response effectiveness.

The purpose of the reward system is to reward positive behaviour andchange, rather than to solely interact with negative or ‘telling-style’communication. This is important to the success of the interactions inbeing productively received by the player and in building a positiveoutlook from the player on the interactions themselves and the player'sopinion and loyalty for the site overall.

iii. Player Intervention Trigger, PIT

The system uses the processed information in applying to calculate thePlayer Interaction Trigger (PIT) for the particular gambler. In oneparticular implementation of the present invention, the PIT is a selfcontained program that uses the binary data stored on a player'scomputer, it may perform a check and then signal the requirement for an‘Interaction’. This type of software is usually referred to as an agent.The PITs are active agents individualized for each player, withintelligence built into them to enable one or more of:

-   -   1. checking that player's status for any algorithmic condition        check, including whether they have ‘tripped’ a condition and        what severity risk level (occurrences of this condition        incurred) they have progressed to;    -   2. authorizing a prescribed interaction for that player type,        condition and severity risk level and create the command that        may send the right Interaction at the time, place and method set        in the Interaction's design (e.g. send email to this player with        the following content immediately after session logoff, or        launch popup screen with the following content when the player        next attempts to make an account deposit, etc.);    -   3. updating itself from the GGBM on any changes to the condition        check algorithms; and    -   4. updating the risk management utility (12) and the GGBM based        on player data resulting from application of the interactions.

The output of each calculation, or PIT, is a decision on launching acommand or Interaction to the player at their next session. Each of thesystem's specifically designed algorithms for potentially risky playbehaviour has its own PIT, in one implementation of the invention. ThePIT objects may be controlled to utilize low periods of activity on theplayer computer for checks. This forms an important part of the resourcemanagement aspects of the invention. The player computer may trigger aninteraction through the Internet connection with the remote computeroperator computer and thereby bypass any block software. The actualformat of the interaction is not limited by the current design. Thesystem continuously analyses norms and group behaviour patterns andupdates software with revised norms and PITs.

In this way, each PIT may have access to a player's complete gaming dataprofile on the player's computer to perform its checks. Also, throughthe use of checksums the data can be synchronized with a minimal amountof data transfer.

For each site, there may be a data set of Individual Player Values (rawand calculated) in addition to a data set of Calculated Player TypeValues. A third sector may house all possible Interactions in athree-dimensional library.

Messaging Utility

This section described in greater detail the messaging utility (14), aswell as its cooperation with the risk management utility (12).

i. Interactions

In a further aspect of the present invention history and trends of aparticular player's style are taken into account and the system thenacts as a multi-dimensional safety device. In metaphorical terms, thesystem provides a rumble strip effect on a player's online highwaygaming experience, effectively alerting and psychologically instillingunconscious and conscious Interactions to revert the player to normalactivity. It also provides related safety measures: seat belt warninglamps, road sign information, operating advice for situational hazards,and to some extent, air-bag deployment capability. While ultimate‘shutdown’ of players through suspension of play accounts is fully theresponsibility of the gaming operator, the system dynamically addressesknown problem behaviours of any gaming situation and customizes theInteractions with players according to those shifting dynamics, normsand emerging patterns.

Another aspect of the present invention provides a targeted progressionof player Interactions. The Interactions may reside in a library ofalgorithms stored to the database (6) and maintained by the technologyoperator as previously described. The algorithms are essentiallymathematical calculations that check for behaviour that can contributeto problematic play being formed or to risky play behaviour alreadyoccurring. The Interactions are player-specific media-based‘engagements’—information or actions to respond to emerging risks asidentified by the algorithms, based on therapy models and behaviouralpsychology approaches used in the fields of addiction and riskybehaviour. They are designed by problem chance gaming treatmentprofessionals and behavioural scientists and their objective is to keepthe players from burnout or ‘tilting’.

The algorithms generally focus on conditions that are the leading ‘riskybehaviour’ contributors, such as: (a) Extreme time involvement; (b)Extreme wagering amounts; (c) Forms of chasing wins or losses; or (d)Deviations from normal habits. As such, the algorithms check across-section of data on a player and compare it with group norms. Thealgorithms either deal with trend variations or with absolute extremes.

Using classic field therapy treatment procedures, the Interactionsgenerally follow a goal-oriented approach for each condition thatsuccessively makes a player aware of his actions, the risk of a problemarising from these actions, and the options to current actions.

Based on research that includes behavioural change models andcommunication methods most effective to achieve behaviour modification,the interactions are specific to a player's categorization by the datamanagement utility's database based on overall play type grouping andare specific to the condition algorithm that has been ‘tripped’. Theinteractions are intended to be constructive and non-invasive from aprivacy standpoint, maintaining the trust and involvement of a player.The goals include: (a) pre-empting player attrition otherwise arisingfrom frustration or burnout; (b) increasing sustainable revenue flowsfor gaming operators; (c) attracting new players by reducingintimidation or potential extreme risks.

Interactions may take the form of recommendations and requirements aparticular at risk player may have to overcome in order to proceed withthe game. Such hurdles may include; (a) next session gamerecommendations (based on less addictive properties); (b) next sessionin-session responsible behaviour bonusing; (c) next session forced quizresponses; (d) next session cash-out recommendations; or (e) nextsession introduction to limit setting tools. Interactions may bemeasured for effectiveness and modified accordingly, and newinteractions may be added for new algorithms.

The initial set of interactions may be customizable for operatorpreferences in design and integration with their site.

Individual Interactions may be launched by the applicable PIT and themessaging utility (14) and deliver a targeted Interaction message to aplayer at a prescribed time and by a prescribed medium.

The system is operable to learn and adjust its algorithms to provide themost beneficial Interactions to each particular player. This automatedlearning system ensures non-static response to extremes and newpopulations of players. Algorithms may evolve, including the addition ofnew condition checks based on emerging data and modification oftolerances in existing algorithms based on breadth of players affected.

There may be an initial data population period during which data isstored to the database (6) which provides a store of data of effectiveoperation of some or all of the algorithms described.

The algorithms themselves are either known algorithms or implemented ina manner that is known based on the description of interactions herein.

The interactions are generally based on several models of effectivenessto overcome pre-problem risk indicators (emotional involvement, earlywins, misconceptions and impulsiveness, as identified by the technologyoperator's algorithms). The models include a Transtheoretical Model ofChange that addresses player moods and receptiveness at different timesthrough their experience. This allows more effective timing of theinteraction to be properly received when players are either in acontemplative state or considering their next actions. The Interactionsmay also rely on Transactional Analysis theory to ensure eachcommunication uses the proper tone and content, from emotion-basedinformation to logic/rational feedback to critical or urgent interactionstyles. It should be understood that the present invention contemplatesupdating the interactions based on analyzing research publications inthe area form time to time, or based on feedback from expertconsultants.

Some categories of the Interactions may include:

-   -   A. Exit Interactions—In response to a condition where the trend        to risky play styles has been increasing, as a player exits the        site program software, a sub-screen may appear on their screen        offering an opportunity to ‘win’ a seat at an expert/star        session on bad beats. This first level interaction may report on        player follow-up and determine messaging at subsequent severity        level if the behaviour continues to escalate.    -   B. Out of Session Interactions—To provide a cathartic outlet for        frustration that initially makes a player aware of their state        of mind, when all-in-loss behaviour is escalating and table        deposits are also rising, by providing a ‘tantrum wall’ link to        a website-based interactive screen that allows a player to bang        drums and throw paint bombs at a wall, with subsequent        information links to community-based support/advice forums.    -   C. Logon Interactions—In response to a condition where a trend        to all-in losses has been escalating, at a new session logon, an        overlay screen with forced closure will ‘advertise’ the Hold'em        Limit style games offered by the site and provide an option to        try them for the first time.    -   D. Email Interactions—In response to a chasing trend where a        player experiences an early large win followed by a series of        losses that are made in an attempt and belief of repeating the        significant win, for example, an offer by email to view through        a linking window their personal game history and overlay it with        expert techniques and results. The encouragement to a more        in-control style can be integrated with the site's personalities        or be delivered through the technology operator's expert persona        character.    -   E. In-Play Interactions—As subtle reinforcements to positive        behaviour observed following interactions that had highlighted        risky play, interactions may appear while a player is at a poker        table, for example. A player in a previous interaction may have        been offered to activate a caution signal for a particular        position in their play, such as opting to protect a win rather        than continue to play to zero. When that player reaches a        certain amount above their ‘stake’ at a table, a floating green        $ symbol may, for example, lap the poker screen one time, and        would make a second appearance in either green or yellow if the        player plays another winning or losing hand respectively.    -   F. Post-Login Account Screen Interactions—Specific to control        setting options, when a player is adding funds at an increasing        rate to his account, a button option to additional play controls        may appear in the account panel offering the player the option        to pre-set session and deposit limits.

These are just examples of interactions. The current version of thesystem includes 90 interactions, each implemented as algorithms. Thepresent invention contemplates that these may expand in an interactionlibrary (not shown) created on database (6). There are currently 90Interaction algorithms utilized by the system, however this number maygrow as the system library evolves over time.

The interactions, in one aspect thereof, correspond to 3 player typedefinitions×10 condition checks×3 levels of escalating severity risk(i.e. 9 interactions possible for any condition). The risk managementutility (12) is operable to determine which interaction is to belaunched for a player, based on the current behaviour data for thatplayer, along with its media, message and timing.

Each of the interactions is operable to act as a measure to alleviatethe potentially harmful chance gaming behaviour of the player. Thespecific interaction launched for the targeted player is pre-designed toalleviate the player's risky behaviour, severity level and player type.One particular aspect of the invention is that the risk managementutility (12) is operable to optimize customer revenue through extendedplayer participation.

In another aspect of the invention, the interactions are divided intoplurality of escalation levels whereby the interactions provide anescalation of warnings to players. In an implementation, theinteractions define a five level escalation sequence from gentlewarnings to more severe inhibitions on the player's gaming choices basedon the particular player's current behaviour data:

-   -   1. Educate→general messages on problem behaviours and promotion        of self-control options;    -   2. Inform→targeted feedback related to play activity, overlaid        during play with no play interruptions;    -   3. Moderate→bonusing offers for completion of awareness        assessments, sign-on reminders for self-control options;    -   4. Intervene→stealth speed of play breaking, in-play targeted        messaging on wager flags, forced clearing interaction on support        services; and    -   5. Exclude→pre-approved management-based (management of online        gaming site) suspension of play and forced contact with site for        clearance.

The interaction library may be modular, allowing for interactions to bemodified and reinserted through time, as well as enabling more playertype categorizations and severity levels to be added based on datalearning. Equally, as stated earlier, the algorithms may be customizableand can be added or subtracted from the software as dictated by themarket behaviour.

For each type of gaming or market product monitored by the technologyoperator's system, a new and independent set of algorithms andinteractions may be designed, corresponding to the particular data setand behavioural nuances of that product (e.g. casino table games, slotmachines, stock market trading behaviour, bingo etc.).

The system targets its prescriptive Interactions based on twodimensions. It assesses the player type, and it escalates risk level ofthe current behaviour data based on historical behaviour data stored tothe database (6) for the particular player. It should be understood thatthe system includes a database management utility (not shown) that isoperable to manage the storage and retrieval of data for example tocreate a profile for each player associated with the system, in order tocreate files containing historical behaviour data, and so on. Thedatabase management utility may also enable various features that ensureprivacy and security of data, for example, by implementing field levelencryption in the database (6).

The risk management utility (12) by embodying the processes herein,enables the selection between the interactions in the interactionlibrary of one or more interactions that have a high degree of relevancefor providing effective behaviour modification based on the currentbehaviour data for the player, which determines the current riskconditions of the player at the relevant time. This enhances the abilityof the system to affect change in the particular player's behaviour.

It should be understood that the risk management utility (12) acts in“stealth mode” for players registered with the system of the presentinvention until their behaviour invokes an interaction. The interactionsare processes in a private and secure manner ensuring that playerprivacy is not compromised. The present invention contemplates use ofvarious privacy and security technologies and processes to this end,including encrypted email, web content delivered via secure channels andthe like.

In a further aspect of the invention, the interactions consist ofprescriptive measures to control or curb potentially harmful behaviourwith most players, with built in escalation if behaviour modificationefforts do not have the desired result. As the system monitors activityon an ongoing basis, interactions for higher severity levels areautomatically triggered if desired behaviour modification results arenot achieved. Specifically, the interactions of between the riskmanagement utility (12) and the various players are further refined bythe player's evolving profile and history, including the degree of riskor recurrence of a condition. In essence, the risk management utility(12) is operable to act adaptively in its selection of interactionsbased on player type, severity of risk and other factors. In aparticular implementation of this aspect, when a Condition Checktriggers that an interaction should be sent to the player, it firstrotates to the indicate level of progression of the interaction for thatplayer (e.g. 1^(st), 2^(nd) or 3^(rd) occurrence degree of risk) andthen pivots to select the nature of the Interaction based on the PlayerType (High Roller, Medium to Heavy Play, Light Play/Beginner, weekender,chaser, system player, sampler, budgeter, streaker etc.). The result isan interaction designed for the specific player at the particular time.

The system of the present invention provides the chance gaming operatorfriendly and independent solutions to real-time monitoring of riskfactors and potentially harmful play behaviour. The monitoring enableslaunching of specifically targeted interactions with individual playersusing the leading models of change and behavioural management to build,reinforce or otherwise improve responsible play. It has specificapplication to all forms of online gaming/chance gaming and deliverymethods of Internet, mobile and linked terminal networks. It may beprovided to interact in online, land-based and wireless applications ofgaming. By ensuring targeted and specific interactions directed atindividual player, the gaming operator can reduce burnout and retainrevenue generating players

ii. Evolution of the Interactions

The system itself has a dynamic learning ability, shifting itsinvolvement and prescriptions for players based on evolving norms andidentified gains in effectiveness. The evolution takes place as a resultof changing norms and player responses; it grows based on conditions,player types and Interactions

The invention actively improves its accuracy and effectiveness over timeby gathering data on a broad cross section of players and also gatheringresults-tracking data on the subset of players that receive aninteraction, where changes to their play styles are recorded andcompared to pre-interaction play styles.

This is the basis of the invention's learning system. The purpose ofthis is to refine the system's algorithms and to test and modify thelibrary of interactions, bonusing structures, media interfaces andplayer type definitions.

In one aspect of the invention, it has static PIT definitions andinteractions. While these are customizable and modifiable, thestatistical basis for changes is based on tolerance levels for launchinginteractions (i.e. setting limits on how many customers the inventioncommunicates with). As soon as interactions are launched however, theinvention begins a new level of data collection that monitors each PIT'seffectiveness and each interaction's effectiveness within the GPI GlobalGaming Database Monitor. The GGBM holds individual player and summaryrecords of Pre-Post play styles on a given set of monitored play habitsfor each Interaction, and tests for achievement of desired moderation orcurbing of potentially problematic play. Where PITs or interactions arenot resulting in targets being met, the system is operable to flag thatPIT or interaction for its ineffectiveness and initiate a GPI-managedmodification.

In addition, the GGBM is operable to accumulate Player Type categorydata and use fuzzy logic or human-driven statistical analysis toidentify new commonalities or suggested new groupings of players basedon common traits and reactions to interactions. This learning systemrefinement enables possible modifications of initial static player typesto suit the most prevalent common factors in tripping of PITs, such asgeography, time of day access, sex, age, or other input factors. Thelearning system's identification of potential groups may lead to acircular and ongoing update of player types and related ‘bestinteraction practices’ that improves overall effectiveness of the systemthrough time.

Reporting Utility

This section describes additional functions of reporting utility (16).The reporting utility is operable to provide a plurality of reports,mainly to the operator of the server computer (4) but also to the remotecomputers (8) and thereby the operators of the chance gaming websites.It should be understood that the present invention contemplatesimplementing various reporting technologies as part of the reportingutility (16) such as for example reporting technology marketed by SASand others.

In a particular implementation of the reporting utility (16), two levelsof reporting are provided:

-   -   1. Customer Reports (geared to the operators of the chance        gaming websites)—with basic standardized reports that may be        interactive, with the possibility of custom reports as well. In        a particular implementations the reports provide features such        as drill downs etc.    -   2. Technology Operator Learning System Analysis Reports (geared        to enabling the operator of the server computer (4) to improve        performance of the system)—designed to aid the technology        operator in monitoring and adjusting the effectiveness of PIT's        and interactions, along with their associated settings.

The reports may include information such as: the percentage of problemplay on the site, proportion of problem play through time, problem playby game type, index of site problem play versus comparative group,interaction activity, projected lifetime of player pre/post interactionand lifetime customer value analysis, and game introduction recommendedmix by postal code and profile. These reports may be useful to thegaming operators to determine which at risk players may need to betargeted and how to increase player retention over time.

In addition, the present invention also contemplates the reportingutility (16) generating reports for individual, which they may vieweither during play, at logout, in the lobby or account screen, bye-mail, at the next login or other relevant communication points.Technology operator reports may be made available via email or a webinterface, or via other means. Management reports on particular playersare also forwarded to the gaming operator.

These reports are generated as a specific set type for the gamingoperator, with a different set of reports generated for use by the ownerof the harm prevention technology invention.

System Architecture

The system's architecture is operator friendly, integrating on a verycontrolled and limited basis with the primary gaming software andactively managing computer resources and network bandwidth. The resultis a seamless system of transactional analysis designed specifically tobring the most positive play involvement for each customer of a gamingoperator's site. This drives an increased capacity for a gaming brand toretain a player through time and grow their overall profitability.

Data may be retrieved using a standard approach across all operatorsites and therefore all data may appear in the same format. Encryptionmay be provided using various third party products, implemented to theserver computer (4) or otherwise. Various security technologies may alsobe implemented as between the server computer (4) and the various remotecomputers (8).

In another aspect of the present invention a binary file may be used tocreate the most efficient format to be stored and transmitted betweenthe computers of the player, operator, and the Global Gaming BehaviourMonitor system. It is expected that the system computer/server wouldprocess the binary data to create a ‘standard’ database for analysis.

The system of the present invention, in one aspect of itsimplementation, is provided such that it is customizable to fit a givensite operators unique needs. One aspect of the risk management utility(12) is that it enables definition of rules for capturing behaviourdata, and deploying interactions, for players for specific sites. Forexample, the operator of the system of the present invention candetermine the specific data to be collected, the level of risk to beaddressed and the sequence of the interactions. Accordingly, the siteoperator and the system's operator may interact in an open manner tobalance the player's needs and the site operator's objectives.

The Player Interaction Trigger design and modifications are part of thedata process and player database with centralized condition checks inthe system server.

The present invention contemplates deployment of the interactions in away that does not materially affect the player's user experience byslowing down operation of the chance gaming site for the user, orotherwise. This can be achieved known techniques, technologies, and byefficient allocation of relevant resources, in a manner that is known.

Gaming Product Type

Specific prevention measures by gaming product type—sports betting,poker, casino table games (blackjack, roulette, craps, pai gow,variations on each), VLT's and slots, bingo, horse-racing, stockmarket/prognostication, bingo, lottery, mah-jong, backgammon, andemerging skill/social chance gaming games on indicated platforms ofInternet, mobile and centrally monitored player systems.

Additional Applications of the Patent

The invention may be extended in a manner that is obvious to a personskilled in the art in a number of different applications including:

-   -   Real time monitoring for regulatory compliance—the invention can        be used to provide licensing or gaming authorities with real        time data on revenue, payouts, rake values, and wagering        activity for automated reporting and review of compliance with        regulatory standards and levies. In addition, the real-time        monitoring of the invention can be used for analysis of pattern        issues related to gaming integrity concerns such as        money-laundering or presence of automated wagering logic ‘bots’        using algorithms within the invention or from 3rd party        providers.    -   Internet and mobile applications of casinos and sportswagering,        where player accounts and activities are tracked for potentially        harmful patterns specific to the game types involved. For        example, internet casino tracking may apply algorithms that are        specific to individual game types such as blackjack, craps,        roulette and video slot machines, as well as algorithms for        cross-play of these games and global behaviour. Equally the        system may present different tracking algorithms for sports        wagering behaviour that are specific to the sporting industry,        seasonality, geographical sports preferences and event        influences.    -   Internet gambling extensions into emerging and traditional        gaming forms, such as iBingo, iBackgammon, event wagering        (non-sports) and pool-related community online wagering. These        variations may have specific game-related checks that take into        consideration the nuances of play style for each.    -   Land-based card-tracking gaming, such as Player Loyalty cards        used at casinos would offer an immediate extension of this        product and its casino versions, tracking individual play habits        and extremes of all Loyalty groups.    -   Online gambling money-laundering pattern detection. Specific        patterns of behaviour may be tracked on wager and cashout        amounts and volumes to detect play that has an only intention of        exchanging illicit funds for gambling ‘wins’    -   Electronic trackable consumer and money purchase behaviour        controls. This includes applications for stock market traders,        both industrial and consumer, that use electronic trading        registrable to their individual profile. Our system extension        would search for abnormal volumes or trends and extremes that        may indicate impending sizable personal or corporate losses or        dangerous exposure and offer both prescriptive interactions to        the trader and monitoring to the corporation.    -   Further application of trackable online and electronically        traceable consumer behaviour would also apply to extreme and        dangerous purchase habits on consumer sites such as eBay or        Amazon as well as to transaction providers such as VISA or        MasterCard.

Example 1

The following sequential summary depicts a typical flow of screens anddecisions facing a player as he launches his online poker game software,as one example of implementation of the present invention. Thisdescription presumes that the player is already an active member of apoker site and therefore does not include details about accountcreation. The summary represents one possible implementation of thepresent invention.

1. Screen: Login

-   -   After a player selects the software from his desktop application        icon, two screens are launched—the poker ‘lobby’, and a        superimposed ‘login’ screen. The latter is the only ‘actionable’        screen until login is completed successfully.    -   (a) Data Captured        -   (i) User Identification (player ID, not player table name)        -   (ii) Password        -   (iii) Login ‘Button’ Activation    -   (b) Technology Operator's Software Link        -   (i) User Identification must be captured to establish the            technology operator's individual player file. Encryption of            this ID may be important in protecting anonymity/privacy            rights for the player, but the site operator may need to be            able to match our encrypted ID with their ID system.        -   (ii) In order to preserve the player's account security            passwords are not collected (they are suppressed from the            technology operator's files).        -   (iii) When player hits login, the technology operator's            software may record account access as an event, and login            time/date. This is not to be equated to Session Start, which            may be launched when a player selects to join a table AND            put money on the table. The software login may not be            indicating a play session as a player has different options            at the poker lobby screen.

2. Screen: Poker Lobby

-   -   This screen presents a set of multiple possible paths for a        player, and the screen remains accessible after a selection is        made. In essence, parallel popup screens are possible from the        lobby (e.g. the player can launch multiple tables and play all        of them simultaneously; or the player can access their account        and launch a table for play, etc.)    -   (a) Data Captured:        -   (i) Game Type/Ante Selection Group (displays a different set            of available tables in poker lobby screen)        -   (ii) Table Selection (launches a popup screen of the            selected table)        -   (iii) ‘My Account’ button (launches a popup screen enabling            selection of multiple transaction history options)        -   (iv) Logout/Exit    -   (b) Technology Operator's Software Link        -   (i) Game Type/Ante Selection Group—Condition 9 Check            calculation raw data value for table ante ring value;            tracked escalation (player needs to select a ring/ante value            AND select a table in that ring AND make a deposit at that            table to be participating in that ante value)        -   (ii) Table Selection—No direct influence until player seats            and deposits at a table. Prerequisite to gathering play            session data.        -   (iii) ‘My Account’ button—No direct influence until ‘make a            deposit or withdrawal’ is selected.        -   (iv) Logout/Exit—Provides alternative to summation of Table            Activity as a method of calculating Session time, but not            desirable

3. Screen: Selected Game Table

-   -   Several simultaneous game tables can be launched from the lobby        menu under one player account a popup overlay screen displays        ‘live’ game action and participating players at a table. Session        data may be captured from each game table session data may to be        captured.    -   (a) Data Captured        -   (i) ‘Seat Open’ button        -   (ii) Table Deposit Amount and OK        -   (iii) Play Action—Auto Post Blind        -   (iv) Pre-Flop Play Action—Call/Raise/Check/Fold/All-In;            Flop, Turn, River same.        -   (v) Re-Buy Chips Option        -   (vi) Sit Out Button        -   (vii) I'm Back Button        -   (viii) Stand-Up/Leave Table (session end time; session end $            amount)    -   (b) Technology Operator's Software Link        -   (i) ‘Seat Open’ button—Triggers session deposit option        -   (ii) Table Deposit Amount and OK—Critical data capture point            for Session Start Time and Money Wager raw data and for            Table Ante Value data. Conditions 1 to 6 inclusive and            Player Type Calculations affected, leading to Calculations 8            and 9.        -   (iii) Play Action—Not significant but may commit player to            wager when ‘Small Blind’ or ‘Large Blind’ rotates to his            position        -   (iv) Pre-Flop Play Action—Accumulate data on activity for            Condition Check 10        -   (v) Re-Buy Chips Option—Add to Money Wager Raw data        -   (vi) Sit Out Button—Effectively a pause button for a table            session; may be used as a time marker for reducing overall            session time calculation        -   (vii) I'm Back Button—Session restart from sit-out        -   (viii) Stand-Up/Leave Table—Significant data trigger for            play session length calculation and for session win/loss            calculation. Conditions 1,4,6 and 9 directly affected, and            Player Type calculations that affect Conditions 7 and 8.            4. Screen: My Account Page (optional for player to activate)    -   (a) Data Captured        -   (i) Deposit—Add Funds (launches separate transaction window            and financial exchange process; this is excluded from our            tracking for security and privacy principles)        -   (ii) My History (launches a sequential or separate window)        -   (iii) Problem Chance gaming Help Link        -   (iv) Settings/Options    -   (b) Technology Operator's Software Link        -   (i) Deposit—Player Type Definition (Deposit Frequency)        -   (ii) My History—No direct application to condition checks or            player type calculations, but may be useful as an            originating database on signup date, deposit frequency,            table win/loss history, table type ante value, session date            history etc.        -   (iii) Problem Chance gaming Help Link—No direct application            but choice to access this link may be recorded for future            aspects of the Technology Operator's ‘Learning System’        -   (iv) Settings/Options—No direct application but choices made            on this link such as session time limits, deposit amount            weekly limits, self-exclusion option etc. need to be            recorded for future aspects of the Technology Operator's            ‘Learning System’

Example 2

The specific concept reports for each of these two levels are outlinedbelow. Some sample considerations are:

Customer Reports

-   -   a. Interaction Activity: This may show how a customer's base is        performing on overall PIT activation. It may have three        components        -   Interaction Status: Dashboard gauge—percent of customers            triggering interactions (e.g. blue 0-10, green 11-25, yellow            26-40, red 41+)        -   Interaction Trend: Historical timeline chart, shaded for            escalations and declines, possibly overlaid with customer            data on signup activity. Trend lines by player type.        -   Comparison to Competitors: A second Dashboard gauge to give            a status on the customer's Interaction Activity Index versus            the category (e.g. all poker sites), such as blue zone for            an index of 85 or less, green for an index 86-100, yellow            111-130, red for 130+    -   b. Value of Interactions to the Customer: This would show how a        customer is making money off the Operator's System through        increased Rake value and player activity.        -   Hold levels and splits 1 mo/2-3 mo/3+mo and comparison to            industry standard        -   Hold trends by player type styles versus eCogra definitions            (% of account wagered, average time etc.)        -   Player value definitions versus iGaming Business standards            (at peak, monthly average, average per hour.    -   c. Harm Time Zones: Identifying the most problematic access        times, to assist operator in harm reduction support efforts.        Using ‘normalized’ time that adjusts for player time zone at        access point.        -   Danger Days bar chart—Mon-Sun triggered PIT's versus safe            play        -   Pie Chart PIT's triggered as % of total PIT's in the week.        -   Harm Hours—Top 5 normalized hours as percent of total harm            as measured by PIT triggering play and as gross value for            all PIT's    -   d. PIT Tendencies: The most significant mistakes by players in        harmful behaviour        -   PIT Index versus same site types (Generalized categories            i.e. excessive behaviour, chasing, misconceptions).

Technology Operator Reports

These are performance oriented for internal analysis. As such, they maybe less of an issue for demonstration system purposes, but essential asone of the steps to finalizing the production system.

-   -   a. PIT Tendencies for All Players/Player Groups/Sites:        -   Much like the customer report (d) but in full detail across            all reporting sites. This may serve to identify which PIT's            are over-triggering and which sites and player types are out            of an expected range.            -   Bar chart snapshot of percent of players at each                severity level of each PIT, with drill-down on each PIT                to show player type splits            -   Customer-based summary of PIT activity stated as index                to norm            -   Player Type summary of index of PIT to share of play            -   Historical master trend on PIT activation level through                time, stated as % of players triggering PIT on a weekly                basis    -   b. Player Responsiveness to PIT: An effectiveness report        summarizing the movement of players to higher or lower severity        levels after receiving an Interaction.        -   By PIT, pie charts or dashboard gauge showing percentage of            players staying at triggered severity level versus            decreasing versus increasing, using weekly average figures.        -   By region, same as above, to identify regional relevance            issues.        -   Top 10 list of most effective and most ineffective            Interactions from library grid.    -   c. Player Clustering: A monitor report to help the technology        operator constantly evaluate player type definitions, this        report seeks top 3 common play type factors by each PIT.        -   Bubble map/cluster map of top 3 play factors—1 map per PIT    -   d. Cross-Play Super System: An advanced report for sites with        players playing multiple gaming products (poker, casino,        sportsbook) that identifies overall cross-play problem behaviour        such as switching, combined time etc.        -   PIT commonalities by player game combinations (poker-sports;            poker-table games; poker-slots; sports-table games;            sports-slots)        -   Games Summary Report: A dashboard of total PIT activity            frequency for each game type, with trend line below.

The disclosure discusses certain system components, software components,or other utilities, as means for illustrating the operation andimplementation of the present invention. It should be understood thatthe present invention may not be limited to particular software, system,or network architectures or configurations, or to specific allocationsof resources or functionality as between particular system components,software components, or other utilities. It should be understood thatone or more system components, software components, or other utilities,could be provided as a greater or lesser number of system components,software components, or other utilities. A number of software componentsdescribed (for example the subscriber application) could be pre-loadedon a personal communication device. The present invention is not limitedto any particular software structure, including any modular structure.It would be obvious to a person skilled in the art that variousadditional features could be included in the system and computer programof the invention.

1. A computer implemented method of ameliorating negative gamingbehaviour, characterized in that the method comprises the steps of: (a)monitoring the gaming behaviour of one or more users; (b) analyzing thegaming behaviour to identify behaviour that may result in potentiallyharmful or addictive gaming behaviour (negative gaming behaviour); and(c) in the event of occurrence of such negative gaming behaviour,initiating based on the specific negative behaviour one or moreinteractions between a system and the one or more users, suchinteractions being directed to ameliorating the negative gamingbehaviour by preventative action.
 2. The computer implemented methodclaimed in claim 1 characterized in that the gaming behaviour isanalyzed based on a plurality of gaming behaviour risk indicators. 3.The computer implemented method claimed in claim 2 characterized in thatthe plurality of gaming behaviour risk indicators include a user'sindividual player values and player type values as input parameters forthe analysis.
 4. The computer implemented method claimed in claim 1characterized in that the interactions are targeted at the one or moreusers based on the one or more users' player type, risk level andoutcome of a plurality of condition checks.
 5. The computer implementedmethod claimed in claim 4 characterized in that the plurality ofcondition checks are obtained by operation of one or more processes forcalculating one or more of the users' raw gaming session data, updatedcalculated player values and player type values as input parameters. 6.The computer implemented method claimed in claim 4 characterized in thatthe interaction is initiated by a player interaction trigger wherein theplayer interaction trigger is an active individualized agent designed toanalyze the gaming behaviour for a specific user.
 7. The computerimplemented method claimed in claim 1 characterized in that themonitoring and analyzing of the gaming behaviour and the interactionbetween the system and the one or more users occur in real-time.
 8. Asystem for ameliorating negative gaming behaviour characterized in thatthe system comprises: (a) a server computer linked to one or more remotecomputers for obtaining gaming behaviour data for one or more users; (b)the server computer including or being linked to a risk managementutility that embodies a plurality of risk indicators for identifyinggaming behaviour that may result in potentially harmful or addictivegaming behaviour or negative gaming behaviour; (i) wherein the riskmanagement utility is operable to analyze the gaming behaviour data toidentify negative gaming behaviour based on the risk indicators; and (c)the server computer further including or being linked to a communicationutility that is operable to initiate one or more communications betweenthe user and the server computer, such communications defining one ormore interactions defined by the risk management utility forameliorating the negative gaming behaviour by preventative action. 9.The system of claim 8 characterized in that the risk management utilityis operable to define a player type value for a user, and the system isoperable to monitor the user's gaming behaviour relative to the playertype value.
 10. The system of claim 8 characterized in that thecommunications utility is operable to define the interactions such thatthey are targeted to the one or more users based on the one or moreusers' player type, risk level and outcome of a plurality of conditionchecks.
 11. The system of claim 10 characterized in that thecommunications utility is operable to define the plurality of conditionchecks obtained by operation of one or more processes for calculatingone or more of the users' raw gaming session data, updated calculatedplayer values and player type values as input parameters.
 12. The systemof claim 8 characterized in that the interaction is initiated by aplayer interaction trigger wherein the player interaction trigger is anactive individualized agent designed to analyze the gaming behaviour fora specific user.
 13. The system of claim 8 characterized in that theobtaining and identifying of gaming behaviour data and the initiating ofinteractions between the user and the server computer occur inreal-time.
 14. A computer implemented method of ameliorating negativegaming behaviour, characterized in that the method comprises the stepsof: (a) monitoring the gaming behaviour of one or more users; (b)analyzing the gaming behaviour to identify behaviour that may result inpotentially harmful or addictive gaming behaviour (negative gamingbehaviour); (c) in the event of occurrence of such negative gamingbehaviour, initiating based on the specific negative behaviour one ormore interactions between a system and the one or more users, suchinteractions being directed to ameliorating the negative gamingbehaviour by preventative action; and (d) generating a report to agaming operator and/or a government entity or government appointedentity detailing the potentially harmful and addictive gaming behaviourof one or more users of the gaming operator's services.
 15. The computerimplemented method claimed in claim 14 characterized in that the gamingbehaviour is analyzed based on a plurality of gaming behaviour riskindicators.
 16. The computer implemented method claimed in claim 15characterized in that the plurality of gaming behaviour risk indicatorsinclude a user's individual player values and player type values asinput parameters for the analysis.
 17. The computer implemented methodclaimed in claim 14 characterized in that the interactions are targetedat the one or more users based on the one or more users' player type,risk level and outcome of a plurality of condition checks.
 18. Thecomputer implemented method claimed in claim 17 characterized in thatthe plurality of condition checks are obtained by operation of one ormore processes for calculating one or more of the users' raw gamingsession data, updated calculated player values and player type values asinput parameters.
 19. The computer implemented method claimed in claim17 characterized in that the interaction is initiated by a playerinteraction trigger wherein the player interaction trigger is an activeindividualized agent designed to analyze the gaming behaviour for aspecific user.
 20. The computer implemented method claimed in claim 14characterized in that the report details are designed to aid in themonitoring and adjusting the gaming behaviour of one or more users ofthe gaming operator's services.
 21. The computer implemented methodclaimed in claim 14 characterized in that the monitoring and analyzingof the gaming behaviour and the interaction between the system and theone or more users occur in real-time.
 22. A system for amelioratingnegative gaming behaviour characterized in that the system comprises:(a) a server computer linked to one or more remote computers forobtaining gaming behaviour data for one or more users; (b) the servercomputer including or being linked to a risk management utility thatembodies a plurality of risk indicators for identifying gaming behaviourthat may result in potentially harmful or addictive gaming behaviour ornegative gaming behaviour; (i) wherein the risk management utility isoperable to analyze the gaming behaviour data to identify negativegaming behaviour based on the risk indicators; (c) the server computerfurther including or being linked to a communication utility that isoperable to initiate one or more communications between the user and theserver computer, such communications defining one or more interactionsdefined by the risk management utility for ameliorating the negativegaming behaviour by preventative action; and (d) the server computerfurther including or being linked to a reporting utility that generatesreports for a gaming operator and/or a government entity or governmentappointed entity detailing the potentially harmful and addictive gamingbehaviour of one or more users of the gaming operator's services. 23.The system of claim 22 characterized in that the risk management utilityis operable to define a player type value for a user, and the system isoperable to monitor the user's gaming behaviour relative to the playertype value.
 24. The system of claim 22 characterized in that thecommunications utility is operable to define the interactions such thatthey are targeted to the one or more users based on the one or moreusers' player type, risk level and outcome of a plurality of conditionchecks.
 25. The system of claim 24 characterized in that thecommunications utility is operable to define the plurality of conditionchecks obtained by operation of one or more processes for calculatingone or more of the users' raw gaming session data, updated calculatedplayer values and player type values as input parameters.
 26. The systemof claim 22 characterized in that the interaction is initiated by aplayer interaction trigger wherein the player interaction trigger is anactive individualized agent designed to analyze the gaming behaviour fora specific user.
 27. The system of claim 22 characterized in that thereporting utility is operable to make the report details which aredesigned to aid in the monitoring and adjusting the gaming behaviour ofone or more users of the gaming operator's services.
 28. The system ofclaim 22 characterized in that the obtaining and identifying of gamingbehaviour data and the initiating of interactions between the user andthe server computer occur in real-time.